Coffee brand "Georgia" is rebranded for the first time in 14 years, targeting "all people" instead of "working people
Coca-Cola System's coffee brand "Georgia" will renew its brand for the first time in 14 years on March 20, 2012, with new products and new communication activities.
As the first step in the new product lineup, the company will launch a new PET-bottled coffee that evolves the taste and aroma of the existing "Georgia Japan Craftsman" series.
The products are "Georgia THE Black," "Georgia THE Latte," "Georgia THE Slight Sugar" (each 500ml PET), and "Georgia THE Zero" (440ml PET). In the small volume size, "Georgia Caramel Affogato Latte" and "Georgia Bitter Chocolat Latte" (195ml PET each) will be released as lattes with a dessert-like taste.
The renewal of "Georgia" is a complete renewal of the brand logo, product lineup, and communication. The new Georgia brand will be launched in the U.S. in 1975 as the first canned coffee, and has since been sold in Japan. This is the 48th year since Georgia was launched in 1975 as a canned coffee, so to speak. While we will continue to value our customers who have always loved Georgia, we will proactively propose new brand values to a wider range of customers, including younger consumers and women.
RTD (Ready To Drink = beverage in PET bottles or cans that can be drank straight from the lid) coffee has made further progress in establishing coffee drinking habits in the stressful Corona Disaster. The market is expanding as the habit of drinking coffee in various situations, such as at work, while traveling while working remotely, or while doing household chores, has taken root.
However, the group with the highest purchase rate and purchase amount for RTD coffee is people in their 50s. According to a survey by Coca-Cola Japan, if the per capita annual purchase amount of coffee in the 50s is set at 100, the index for those in their 40s is 97, 77 for those in their 30s, 55 for those in their late 20s, and only 36 for those in their early 20s. Therefore, considering the future potential of the market, it is important to attract consumers in their 20s, who are beginning to form a drinking habit, while ensuring that those in their 40s and older who already drink a lot are retained.
Mr. Park said, "Consumers in their twenties are also the ones who are actually drinking café products. Consumers in their 20s also have the habit of drinking coffee at cafes and other places. The key to market growth lies in how we can attract them to the world of RTD coffee. Georgia" will be reborn to target not only men in their 30s and older and working people but also people in their 20s and women, who will become future users. Through such activities, we hope to contribute to the revitalization of the RTD coffee market as a leading brand.
In addition to a simpler and easier-to-understand name, the new products will have packaging graphics that are consistent with the "Georgia" brand and appeal to consumers. The new logo expresses a radiance that spreads from within, and the use of yellow, which is rare for RTD coffee, strengthens the positive and bright image of the brand.
The product mix to date has been led by the PET bottled coffee series "Georgia Japan Craftsman," with sub-brands such as "Latinista" and "Shot & Break," but the sub-brands will no longer be used. The company intends to change its product lineup to one centered on the core brand of Georgia.
The campaign will also be focused on younger consumers. The campaign will not be centered on TV commercials and one-way messages, as in the past, but will evolve into an experiential, co-creation style in which consumers themselves experience and create the brand value of "Georgia" together with the brand. The centerpiece of this experiential approach will be the "Every Drama Club presented by GEORGIA" (a.k.a. "Every Drama Club"), which is scheduled to be launched on the Web at midnight on March 20, 2012. The main function is "AI Illustration Maker," which allows users to convert their own photos into the touch of popular illustrators. The campaign is said to be a campaign that various users will continue to transmit on their own by sharing with friends and colleagues through social networks.
The new brand campaign message is "Every day is quite a drama. The new campaign message is "Every day is a drama. The new face of Georgia will be a celebrity, Genji Yonezu, whose song "LADY" will be played in the TV commercials scheduled to air sequentially starting on January 21.
Jorge Garduño, president of Coca-Cola Japan, said, "Since its birth in 1975, Georgia has become the most popular beverage in Japan. Georgia, which has been a longtime favorite in the Japanese market since its birth in 1975, is once again changing the game in the RTD coffee market. In order for the brand to continue to grow in the future, it is time to go beyond its current framework and reach out to Generation Z and women. We are convinced that this renewal will provide a guideline for the new direction of "Georgia" in the RTD coffee market.
President Jorge Garduño (right) and Director Park
Boss Caffeine White Caffeine and Boss Caffeine Caramel Caffeine (each 245g can) will go on sale on March 28, 2012, with the largest caffeine content of 200mg per can in the Boss can market. According to the company, this product "focuses on the younger generation who use canned coffee as a source of caffeine intake.
Until now, young people have not been associated with canned or PET-bottled coffee. However, an increasing number of companies are designing products and communicating with young people with the aim of achieving sustainable growth. This approach is likely to spread beyond coffee to other beverages and food products as well.